FASHION FLASH

Fashion Flash used a multi-phase campaign strategy and video ads in Instagram Stories to successfully boost attendance and revenue for its pop-up outlet events.

THE STORY
Popping up in a flash

Fashion Flash was founded in 2013 to combine the benefits of online shopping with the fun of shopping in person. It transforms trendy locations all over Germany into pop-up fashion outlet events for women, featuring about 500 different brands at up to 70% discounts.

10%

increase in website visitors

6.6%

increase in event registrations on the website

4%

increase in event attendance

4.8%

increase in revenue per event

Video ads in Instagram Stories have helped us reach an incredible amount of people and thus created a giant leap in awareness for our brand. Instagram Stories and video ads will therefore play a much more important role in forthcoming campaigns.
EUGEN ENES, ONLINE MARKETING MANAGER, FASHION FLASH
THE GOAL
Fashioning success

Fashion Flash wanted to increase the number of ticket registrations and event visitors for its events across Germany, which would lead to greater brand awareness and increased sales.

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THE SOLUTION
A complementary strategy

Fashion Flash had previously used Facebook ads to promote its events after the business began expanding into new locations. For this campaign, it used a new strategy: a multi-phase campaign.

In the first phase, Fashion Flash broadly targeted ads to women aged 15 and older with an interest in fashion, shoes and shopping who lived in German cities that were to host upcoming Fashion Flash events: Köln, Hamburg, Essen, Leipzig and Hannover. Fashion Flash also used Custom Audiences to ensure the campaign would also reach previous customers.

To build awareness, Fashion Flash created a series of entertaining teaser videos, and ran them both as ads in Instagram Stories and Facebook video ads. Fashion Flash initially built the video ads in 1:1 format, which is the most suitable fit for mobile feeds. Later, it edited them to fit the vertical format of Instagram Stories—a placement that Fashion Flash hadn’t tried before, but which ended up producing the campaign’s best results.

In the second phase, Fashion Flash ran follow-up ads with the website conversions objective, which encouraged people who had watched the teaser videos to click through to its website and register for an event.

Fashion Flash’s 2-phase strategy boosted ticket registrations, event attendance and brand awareness for its flash sales. The campaign ran from March 20–May 16, 2018 and compared to before the campaign, resulted in:

  • 10% increase in website visitors

  • 6.6% increase in event registrations on the website

  • 4% increase in event attendance

  • 4.8% increase in revenue per event

  • 93% lower cost per mille (CPM) with ads in Instagram Stories combined with the reach objective

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